Creating Loyal Brands..‪.‬

It’s not what you say, but how you behave that matters.

In today’s connected world, marketing has been turned upside down. Rather than external images created through advertising, brands are increasingly defined by the interactions they have with customers, and the sharing of those experiences online. With people trusting the opinions of friends and customers much more than communications from brands, it has never been more important to inspire the loyalty and passion of customers. However, creating a brand capable of inspiring loyalty - a loyal brand - is not within the power of marketing alone. In a world where customers can sense what the business behind the brand is really like from the interactions they have, it goes right to the heart of what the business stands for, the value it creates and how it behaves. It’s a business-wide endeavor.

Drawing on his 25 years in retailing, where brands have always been defined by the shopping experience they deliver, Simon Uwins introduces a simple, but powerful framework to guide the creation of loyal brands, and shows how earning loyalty delivers a virtuous circle of growth. He explores 5 key steps that make up the loyal brand framework, which include standing for something, building the brand and organization as one, and one of the most human of courtesies – saying “thank you”. Packed full of insights, simple tools and practical advice, Uwins reminds us that for all the science behind business and marketing, inspiring the loyalty and passion of customers requires a distinctly human touch.

For marketers and business leaders everywhere, it might just change the way you think about branding forever.